ANTI

"ANTI empowers professionals and consumers with the ultimate haircare and styling solutions without compromise.“We started ANTI because as salon owners and industry professionals we were disillusioned. The haircare world creates products that mislead us and someone needs to do something about it. Poor ingredients that seem to make hair feel good by coating it with synthetics but then not actually performing and doing what they promise. ANTI makes a statement in our stand for honesty and quality not just in beauty but in the world. ANTI products will make your hair feel like hair again and be shinier and healthier than ever before. Your hair will thank you for them!”

-Francesco Ruggerino - Chief Creative Officer

We are ANTI the way traditional hair products make your hair feel. ANTI farewells overdone hair and welcomes concentrated formulas for superior performance with a natural finish. Feeling like they’re barely there, ANTI avoids the ever so common product build-up, with a portfolio that is lightweight, simplified and addictive.

ANTI empowers beauty in a world driven by social conscience, product performance and individuality.

We are the vision of the hairdressing industry’s leading creatives with a combined experience in the professional hairdressing industry of more than 100 years. ANTI promises the ultimate professional quality brand that takes pride in transparency by understanding the needs of both the professional stylist and the human race as a collective.



ANTI is a progressive professional and consumer haircare brand.

ANTI seeks truth in the illusion. The beauty industry is plagued with false realities and expectations. There’s no denying it’s time to empower consumers and hairstylists who have been misled, minimised and oppressed. Lack of authenticity and transparency via the corporatisation of beauty has now created a time to cultivate a new realm of creativity and consciousness.

ANTI challenges the status quo in beauty. We empower confidence and take pride in transparency. We fight against what no longer serves us in beauty and in the world. Here we come together instigating change and asking you…"What are you ANTI?

The ANTI logo represents people coming together in awareness and consciousness. Here we also self-reflect and ask ourselves what is it that we each stand for and what will we not tolerate in beauty and in the world.

We believe it’s time for us all to come together in creating positivity and celebrating what we stand for.

ANTI haircare formulas are ANTI gluten, sulfates, parabens, petroleum and phthalates. We believe in providing quality ingredients. Many other haircare brands offer products filled with silicones that work in such a way as to coat the hair, giving a feeling of hair health that is misleading. Not ANTI.

Welcome to ANTI Collective, where we believe that you deserve perfect hair. Our range of hairdressing products is simple to navigate and delivers exceptional results. Whether you have curly, straight, thick, or fine hair, our high-performance, no-nonsense haircare brand is designed to meet the needs of any hair type.

What sets ANTI apart is our commitment to using quality ingredients without any harmful additives. Our vegan haircare formulas are gluten, sulfate, paraben, and petroleum-free. We also never test on animals. With ANTI, you can trust that you're using products that are not only effective but also good for your hair and the environment.

Find out why ANTI just works - our products are filled to the brim with the finest and most nourishing natural ingredients such as Aloe Vera, Baobab Seed Extract, Argan Oil and Moringa Leaf Extract.

ANTI works hard so you don't have to.

Acacia, Candelilla & Sunflower Seed Waxes
These are natural waxes that create a protective barrier over the hair shaft reducing
trans-epidermal water loss helping to lock in moisture and condition hair. This barrier also aids in the product's thermal and
environmental protection by shielding the hair against both heat and external aggressors.

Aloe Vera Leaf Juice
is a powerful healing moisturizer for scalp and hair naturally rich in Amino Acids, Vitamins A, B, C and E.
Aloe Vera Juice has a similar chemical composition to keratin, thus rejuvenating the hair with its own nutrients, giving it more
elasticity and helping to prevent damage. Aloe Vera Juice contains proteolytic enzymes which repair dead skin cells on the scalp
and help promote hair growth, preventing sensitivity and reduces dandruff.

Argan Oil
is a lightweight non-greasy oil derived from Argan Trees indigenous to Morocco. Naturally rich in fatty acids that are
easily absorbed by hair to lock in moisture, condition and soften, Argan oil is excellent for increasing shine and softness in the
hair. It also provides a protective shield against ultra-violet rays and environmental pollutants.

Baobab Seed Extract
is a multi-functional protein that repairs hair damage, increases hair strength, protects hair from solar UV
and heat damage by nourishing hair strands from root to tip.

Moringa Leaf Extract
is extremely rich in proteins, vitamins and minerals like calcium, iron and B vitamins. This protein repairs
damage and fortifies hair, improving hair strength and vibrancy. A potent antioxidant that keeps environmental pollutants from
damaging hair, Moringa offers anti-inflammatory, anti-microbial and anti-fungal benefits.